gunjansoniFlipkart owned mobile fashion store Myntra has appointed Gunjan Soni as its chief marketing officer and head of International brands business. Soni will take up her new position at the start of December.

Prior to Myntra, Soni was the executive vice president for strategy and CEO office with Star India, where she worked on new initiatives in content, sports and digital. Before this, she held various roles at McKinsey for over five years, where she worked in various consumer sectors. She also worked as a software engineer for a year at Infosys.

Other appointments at Myntra: In July, Myntra appointed  Ananth Narayanan as its new chief executive officer. He was to start reporting from Myntra’s Bangalore headquarters starting the 1st of October 2015. Narayanan took over the reins from co-founder Mukesh Bansal, who would continue serving as the head of Flipkart’s commerce platform.

The same month, Myntra appointed Ambrish Kenghe as senior VP and head of products. Kenghe was expected to join the company by the end of this month and will report directly to the CEO. In his new role, he will be responsible for product innovation for the company’s mobile products.

Native5 acquisition: In May, Myntra acquired the Bangalore-based mobile application development platform Native5 for an undisclosed amount. The deal was repotedly an acqui-hire, with the three co-founders of Native5, Manish Priyadarshi, Barada Sahu and Shamik Datta expected to be absorbed into the Flipkart technology team.

Shift to app only model: In April, Myntra revealed that it was planning to shut its desktop website on May 1 and shift to an app-only model. Subsequently, the platform shut down its website starting the 15th of May. Note that in March, both Flipkart and Myntra shut down their mobile websites and currently redirect users to the Play Store and App Store to download the respective applications. The app-only approach seems to make more sense for Myntra than Flipkart, as the former claimed in March to have already generate more than 90% of its traffic and 70% of its orders from its mobile app.

Also read: “We create a narrative & use YouTube as a channel to reach consumers” – Srikanth Pinninti, VP Marketing, Myntra